05.05.16 - Ram Logo

Who Doesn’t Make the Customers the Top Priority?

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Dealers service vehicles on a daily basis and when a vehicle has to be services for recalls or overlooked needs on a regular basis it makes for a less than ideal situation for the customer. Not only is it difficult to give good scores to dealers when you have to repeatedly visit them for service, especially if it’s not scheduled maintenance or service that brings you to the dealer. Using the scale from J.D. Power which is based on a 1,000 point scale here are the brands that scored the worst for 2016.

Honda – This year we see Honda coming in below the average score of 797 with a score of 789. Last year the average was 792 and Honda scored a 796. This translates to fewer customers trusting in a brand that has been known for decades as one that builds reliable vehicles that hold their value. Hopefully this will change for the next model year as Honda is one that has been a stalwart of trust for many years.

Mazda – For some reason Mazda scores low due to the customer satisfaction during the dealership service experience. Knowing this is the problem the brand needs to take a look at what other dealers that make it on the other end of the spectrum are doing differently. Mazda came in as the ninth lowest scoring brand, making it one that needs to fix what seems to be broke, at least they know what is broke.

Mitsubishi – This brand all but disappeared from the US and as it begins an upward climb that seems to be led by offering electrified powertrains in the crossovers and SUVs they would do well to remember how important every customer is for their overall success in the US. Finishing in the eighth lowest position it’s time for Mitsubishi to make some service changes to ensure their dealers and service departments can deliver.

Scion – The baby brand from Toyota is finishing in the seventh place from the bottom, but it seems to be a moot point since the brand is dead and will be completely absorbed by Toyota. What might not be a positive carry over is the fact this brand scored so low when Toyota finished in the top ten brands for customer satisfaction.

FordWhen you have a vehicle that is the top seller in the country it seems that you shouldn’t have any problem having satisfied customers. For some reason that isn’t the case as many are leaving the dealerships with less than positive things to say about the brand which puts Ford in the sixth spot from the bottom.

Chrysler – A few of the last five will not come as a surprise. FCA has found its way to the bottom of nearly every list we have covered and this one is no different. Chrysler is fifth from the basement which is the same as last year. This doesn’t give use a warm and positive feeling that FCA cares to move its way out of the bottom feeding positions on the market.

Dodge – This truly is a mark of what happens when you hit the bottom all you can do is move up. Dodge is another FCA brand but has improved its fate by two positions to be the fourth from last when it comes to customer satisfaction. That should be a small consolation for the brand, but only a small one as this brand and the FCA group as a whole need to find their way off the last positions in most of these lists.

Fiat – What do we see here? Is it another FCA brand in the bottom of a list? Why, yes it is and Fiat actually dropped one spot to be the third worst we see for this year. This brand is not trusted by customers and seems to offer little to create customer satisfaction with their vehicles, sales processes and service procedures to be a brand that seems content to be a bottom feeder.

Jeep – This is more than just a trend, it’s a habit of the brands from FCA to be at the bottom of any list we have. Jeep has some of the best off road vehicles on the market, but there are several reasons for this brand to be near the bottom. The only consolation prize here is the fact that Jeep moved upward one spot to come out of the basement and be the second from the worst brand when it comes to customer satisfaction.

Ram – And we round out the bottom five with yet another FCA name. This should be a truly embarrassing fact for FCA to be the company that takes up the entire bottom half of the customer satisfaction list. This doesn’t show us something we want to be proud of, but should signal some much needed changes in their entire process of ensuring customers are satisfied. It seems the 1,000 points J. D. Power offers would be the right place to start to turn things around.

05.05.16 - Ram Logo

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